DS Sets Ambitious Goal to Rival Luxury Car Giants Bentley and Rolls-Royce

The French automaker DS, owned by Stellantis, is aiming high as it seeks to position itself alongside esteemed luxury brands like Bentley and Rolls-Royce.

Thierry Métroz, the design director at DS, shared these aspirations during the Brussels motor show, marking the debut of their latest flagship model, the No8.

Métroz outlined that transitioning from a premium brand to a luxury powerhouse is a formidable journey.

“It probably takes more than 10 years, maybe 20 years to have the positioning of a luxury automotive brand,” he stated.

This shift, he explained, is driven by a commitment to exceptional detail in design and material quality.

The No8, for example, draws inspiration from Bentley, especially in the crafting of its interior. “It’s very luxurious inside,” Métroz commented, comparing the quality and attention to detail favorably against German rivals like Audi and Volkswagen.

The design philosophy at DS doesn’t emulate the more common styles seen in today’s market, which Métroz feels are overly influenced by brands like Porsche and Tesla.

Further enhancing their lineup, DS plans to introduce new versions of the DS 7 SUV and DS 4 hatchback, soon to be rebranded as No 7 and No 4, respectively.

These models will embody the same luxurious ethos as the No8. Métroz emphasized the importance of distinctive designs in a market he sees as increasingly homogeneous, particularly with the entry of numerous Chinese manufacturers.

“We need to sell cars, like any brand, but our target is not to sell a lot of cars [at volume]; we prefer to reinforce the positioning of the brand with the luxury feeling,” Métroz added.

This approach indicates that DS values quality over quantity, focusing on enhancing its brand prestige rather than just pushing for higher sales figures.